DM410
Programmatic Advertising for Growth: History, Development and its Role in Digital Marketing
Faculty
Aleksandr Simukovic
Senior Product Manager, Adjust
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Programmatic Advertising has evolved to become one of the key sources of incremental growth for digital-first companies. It is closely connected to other digital marketing channels and adds the most value where other channels are weak. Incrementality is the key and in order to master programmatic advertising, it is crucial to understand its strengths and main tactics that are used by the most successful advertisers.
Learning highlights
- Understand the importance of upper-funnel marketing activities
- Identify the opportunities for incremental growth
- Learn the fundamentals of programmatic advertising
- Learn to select the technology stack
- Get to know best practices of B2C and B2B in programmatic advertising
- Plan a Programmatic Advertising Campaign
- Learn how campaigns are managed, optimized and reported
Course outline
15 classes
Class 1
Intro to Upper Funnel Channels in Digital Marketing
Class 2
Display Advertising: Banners
Class 3
Video Advertising
Class 4
Audio Advertising
Class 5
Digital-out-of-Home
Class 6
Intro to Programmatic: Ecosystem + Final presentation task
Class 7
Campaign Setup: Workflows, Targeting Options, Solutions
Class 8
Campaign Optimization: Workflows & Best practices
Class 9
Campaign reporting and Insights: Google Analytics vs. Platform own stats
Class 10
Programmatic in relation to other Digital Channels
Class 11
B2B case analysis: Programmatic and Account-Based Marketing
Class 12
B2C case analysis: Product Recommendation ads in e-Commerce
Class 13
Banner workshop: Platforms to create ads + exercises
Class 14
Final Presentations
Class 15
Final Presentations
Course materials
Books
Prerequisites
An introductory course in digital marketing.
Methodology
The first week will be dedicated to introductory lectures and discussions. The fundamentals of upper funnel advertising will be discussed. We will look into each channel and examples including Display, Video, Audio and Digital-out-of-Home.
The second week will be dedicated to getting to know programmatic advertising on a practical level. We will look at the technology stack used to buy programmatic ads, analyze targeting and creative solutions, and get to know the main workflows of programmatic campaign management.
The third week will be dedicated to understanding how programmatic advertising relates to other channels and digital marketing as a whole. We will deep dive into Account-Based Marketing (B2B) and e-Commerce (B2C) examples. Students will work on group projects and have the final presentation at the end of the week.
Grading
Aleksandr is a seasoned product manager with expertise in B2B enterprise software and consumer app development. As an active contributor to product management communities, he champions modern, evidence-based product practices and customer-centric development approaches.
Aleksandr applies proven methodologies from industry leaders including Marty Cagan's Inspired and Empowered, and Teresa Torres' Continuous Discovery Habits. Currently serving as a Senior Product Manager at Adjust, he specializes in developing innovative B2B SaaS data products that drive measurable customer value.
See full profileApply for this course
Programmatic Advertising for Growth: History, Development and its Role in Digital Marketing
by Aleksandr Simukovic
Total hours
45 Hours
Dates
May 03 - May 21, 2021
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.